In a contactless world, AR could be a business game changer

The mobile phone has become the most powerful device in the hands of the common man. Now, augmented reality (AR) will make it even more powerful. Consider AR to be an additional tool in the belt when it comes to driving sales and enhancing brand value through phones.
Today, technological advances have allowed brands to keep pace with the changing consumer needs and desires. And AR is an emerging trend that allows brands to give their customers unique experiences through the convenience of tapping into their devices – the key words being “unique experience” and “convenience”. And the pandemic is likely to fast-track this in India.
Technology has helped us take things in the real world and augment them to build interesting experiences for customers. For instance, the changing room at a garment store, the cosmetic testers, the test-drive of a vehicle – or even the boring user manual and brochure – are all going through massive changes with AR.
We all know that customers want to try before they buy. Using AR, customers can try on makeup, clothes, shoes and a wide range of home-related products without needing to step into a store. And in the bargain, even help negate the need for a large physical inventory to allow customers to sample dozens or even hundreds of items in search of the one that best meets their needs. It is no wonder that augmented shopping experiences are being talked about as one of the rising trends in the retail industry.
AR is entering every aspect of marketing and is not restricted to retail alone. In customer care too, AR can play a major role. When customers are looking for assistance, can they not scan a product or object for an AR experience tailored towards giving additional information about the product? Within the auto industry, Mercedes has been the first to create an augmented manual for drivers. They have even taken this concept a step further. Mercedes owners can access a feature called “Ask Mercedes”, which pairs an artificial intelligence assistant with an augmented reality interface to answer a host of potential questions.
And AR can have a big impact on post-sales support. Too often, customers find themselves relying on user manuals or online knowledge repositories, which don’t help all that much or are difficult to navigate. This can lead to frustration. When was the last time you read an instruction manual that came with the new gadget you purchased? Augmented reality solutions in the customer support arena are only now starting to become a reality. From AR manuals to the possibility of remote tech support via AR, augmented reality offers the possibility of making customer service more interactive and responsive.
AR can even help save brands millions of dollars by taking branding material like business cards, brochures and user manuals to the next level. Users can scan printed materials with their mobile phones to access a range of features. AR-enhanced branding materials let their creators inject dynamic virtual elements into the text, heightening engagement.
Augmented reality can also be used to enhance the status of the brand itself. Creating an unexpected or fun AR experience can result in a significant buzz for a brand. By employing strategies like these, companies can generate millions of dollars in earned media. In a competitive market, an AR campaign can be the differentiator that allows a brand to stand out.
Another area where there is tremendous potential is the B2B space. The B2B sales process has always been plagued by the tug-of-war between customer expectations and the limitations of what a vendor is realistically able to provide. One of the most significant areas in which AR can improve B2B sales is in creating dynamic sales presentation material. The old model would arm sales people with brochures and flyers, and perhaps a PowerPoint presentation. Contrast that with a salesforce equipped with a digital device that allows them to access customised AR applications and present a virtual 360-degree look at their product lines.
Augmented reality is more than just a novelty or a new frontier in gaming. I am certainly excited about its potential and am personally looking for ways in which I can use it to solve business problems for my clients. It stands to be one of the driving forces behind sales and marketing innovations over the next decade. Using AR, businesses will be able to upgrade the experience they offer their customers, leading to increased opportunities and sales.